[Unwebinar] Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers and Much More!

@larrykim @unbounce #unwebinar
Larry Kim
Founder and CTO
Wordstream
Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers, and Much More!
Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
VP of Customer Success
Unbounce

Webinar slides and recording
will be emailed by the end of the week

http://unbounce.com/try-personalizing-ppc-campaigns-with-keyword-insertion/

@ryan_engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer Success
Unbounce

Join our chat on Twitter
Larry Kim
Founder and CTO
Wordstream

Today We’re Talking About
Personalized Experiences

60% of marketers struggle to
personalize content in real time, yet
77% believe real-time personalization
is crucial.
Adobe

74% of Online Consumers get
frustrated with websites when content
(offers, ads, promotions) have nothing
to do with their interests.
Hubspot

Larry’s #1 PPC
Personalization Hack:
Customer Match

The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden Weekly)
3. Interests & Market Segments
(e.g. Business Services, Photography)
4. Keyword Targeting
(e.g. Articles
containing “Health
Insurance”)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific emails or
phone numbers)

New Purchasers
Non-Purchase
Users
Active
Purchasers
Customers with
Expired
Warranty
Abandoned
Shopping Cart
Users
Frequent
Purchasers
High Price Item
Purchasers
Recent
Purchasers
Ecommerce Audience Email Segmentations

Just Upload Email Addresses into Google AdWords

Use Existing Segmentations and Offers

People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed

Exact and Phrase Match
Generic Broad Matched Keywords
RLSA
Email
Lowest
15% more
than branded
75% more
than branded
50% more
than branded
$9.43 ROI targeting only Customer
Match!!
That’s a 59% higher ROI than its equivalent
campaign not targeting remarketing & 41%
higher than RLSA!

Lowest
15% more
than
branded
75% more
than
branded
50% more
than
branded
3 x the Conversion Rate of
a Non-Targeted campaign
RLSA
Email

Lowest
15% more
than
branded
75% more
than
branded
50% more
than
branded
Increase Bids for more
valuable target audience
RLSA
Email

The Power of SEARCH Remarketing
So What’s The Catch??
Click Through Rates
Conversion Rates!
2X
½
2X
Cost Per Click

Lowest
15% more
than
branded75% more
than
branded50% more
than
branded
The Catch: Volume Will be
Lower for Customer Match
RLSA
Email

#SMX #14B3 @larrykim
Clone Your Audience List
Using Similar Audiences!

Gmail is your friend too!

91% check their email daily!
Lets talk EMAIL!

CPC’s are Relatively Cheap
Impressions are high
Top on the inbox
Gmail is your friend too

66% of people made a
purchases as a result of an
email
Lets talk EMAIL!

Gmail Ads will bring you to the Top!
ClickThrough Rate!With Low CPC’s

Don’t forget about Similar Audiences!
Branch out! Make new friends, they will like you
I promise…

Don’t forget about Quality Score!

Shopping + YouTube = a Great Pair

YouTube Shopping – Use it!

Google Shopping + YouTube = Miracle

Don’t worry Lead Gen people we’re getting to you

How to Use Customer Match for Led Gen
Larry’s Crazy Customer Match
Strategy for…

Lead Gen = Can I Get Yo’ Email

Your already matched!
Stop asking for their email!
You already have it!
Use Customer match to
start treating them
differently than a new user!
Ryan Gosling

Push them down the funnel
Try to get them to
qualify for next
stage in buyer
journey.

Clone Your Best Customers
Clone Your Best Lists
With Similar Audiences!

PPC
Personalization
Hack #2: Display
Remarketing

These Ads are Google Display Ads…
Call or Get
Directions
Compare
Rates

GDN reaches 90% of
Internet users worldwide
65% of whom they reach
every single day!

The Power of Display Remarketing
Call or Get
Directions
Compare
Rates
So Push HARD OFFERS
(Sign-Ups, Consultations, Downloads, etc.)
Click Through Rates!
Conversion Rates!
2X
2X

Display & Remarketing Ads Convert!
Call or Get
Directions
Compare
Rates
Search ads target high
commercial intent
Our research shows that
display can convert almost as
good as search ads!

Higher Display Ad CTR = Much Lower CPC

Higher Display Ad CTR = Much Lower CPC
Yet, 67.5% of Display Ads
are actually just text,
no images!

Display Ad Builder!

Combine Remarketing with Product Ads on Facebook

Larry’s #3 PPC
Personalization Hack:
New Mobile Ad
Formats

Make Site Visitors More Likely to Convert
Using New Mobile Ad Formats

2015 is the
largest year in
mobile search!

Shopping Ads Steal all the Conversions!!
Price & Image Info Communicated
*BEFORE* Clicking Ad

New Shopping Experiences
Image Carousel
With Detailed Info
Call or Get
Directions
Expandable
Product Card
Reviews
and Ratings
Local
Inventory Ads

New Mobile Hotel Ad Experiences
Call or Get
Directions
Click to Book!
Ratings Info!

Image Carousel
With Detailed Info
Image Carousel
With Detailed Info
Call or Get
Directions
New Automotive Ad Formats More
Likely to Inspire Actions

Use Google to Get a Credit Card
Call or Get
Directions
Support for
Regional
Banks
Compare
Rates

Expandable Product Card
Detailed
Reviews
Call
Local Agent
Compare and Buy Insurance Online

Get A Mortgage Online
Find a
Mortgage
Latest
Rates
Ratings
and Details

Conversion rate is defined as:
(Captured Leads / Landing Page Visitors) *100%
Support for
Regional
Banks
Huge leverage in changing
the “Landing Page Visitors”
part of the equation by
sending more qualified traffic.
Captured Lead
View Landing Page
Website Visitors
CLOSED DEAL!
Call or Get
Directions

PPC Personalization
Hack #4: Leveraging
Emotions in Ad Copy

Most Ads Are The Same

You Hit The “AdWords JACKPOT!”

I’ve Built a Unicorn
Detector!

These Emotions Make People Click!

Examples of Emotional Ad Copy
V2
V1

Emotions Drive Calls Like Crazy!!!
V2
V1

Versus All The Other Ads….

Use Emotions in Display Ads!

Isn’t Good Enough.
Forget about .5% increases. Aim for
exponential improvements and
focus on the tactics with the
potential to improve your conversion
rates 3x, 5x or even 10x.

#4 PPC
Personalization
Hack: Ad
Customizers

Increase Click Through Rates
Using Ad Customizers

Employ FOMO (fear of missing out)

Use Ad Customizers to Create Urgency &
Fear of Missing Out (FOMO)
Urgency Impacts Conversions
As sale ends (or quantity
goes to zero), CVR
increases up to 3x!

Go Nuts With Ad Customizers
Consider doing “Perpetual Sales”

Ad Customizers Can Improve QS & CTR by Around 8%

Larry’s #5 PPC
Personalization
Hack: Dynamic
Keyword Insertion

What Is Dynamic Keyword Insertion?
Keyword insertion is an advanced
feature that helps you provide users
with more relevant ad text while
using a single generic ad for multiple
keywords. AdWords will insert
individual keywords into the same ad
text so that a user sees a distinct ad
for their keyword search, if their
keyword triggers one of your ad group
keywords.

You have 25 characters in the headline
and 35 in the body lines of your ad.
Make sure your terms will fit within
those constraints.
Tip #1: Be Conscious of Character Limits

Best practice dictates that we capitalize each
term in a headline to maximize CTR. However,
there may be times that you do not want every
term capitalized. Capitalizing the K or W in
Keyword will determine the formatting of your
phrase capitalization.
Tip # 2: Pay Attention To Capitalization

A clear example of this is bidding on
competitors’ branded terms – Walmart wouldn’t
want the brand name “Target” showing up in its ads
because of DKI.
Tip # 3: Careful With Trademarks

Tip # 5: Don’t be Ebay…

Tip # 4: Explore Unbounce’s DKI Tool

Focus On Personalization.
Because Its Easier to Do Now and
People Love To Feel Special.

[Unwebinar] Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers and Much More!

[Unwebinar] Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers and Much More!

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